Rowan Counterintuitive

0:01-0:04: A gray car is in the middle of the screen and serves as the focal point of the shot. This could mean that the car is the main idea of the ad. To the right, walking towards the car, is a man and a woman. We can assume that the car belongs to the man. They have their arms around each other indicating intimacy. They may be a preexisting couple or they have just met in the building behind them that they are coming from. There is a line of people outside of the building and what looks like a bouncer so it can be inferred that the building is a club. The couple is stumbling only slightly so they may have been drinking.

0:05-0:07: The couple stops in front of the gray car in the center of the screen. They are both nicely dressed which means they are decently wealthy and trying to impress each other. This could be their first date. The man is wearing sunglasses, even though its night time, and a leather jacket with a collared shirt under it. The woman is nicely dressed as well in a blazer, jeans, and heels. They are smiling at each other and leaning against the car, indicating that they had a good night and are both mutually interested in each other. Cars drive by behind them.

0:08-0:09: In this shot, the couple is no longer focused on each other. At this point they both look directly at the camera and the shot quickly focuses right on the man’s face. He is no longer lovingly smiling. His grin quickly fades into a more concerned look as if he had just heard bad news.

0:10-0:11- The man’s sunglasses vanish off of his face. The camera then zooms back out so both members of the couple are visible. The man is looking at the woman with a confused look on his face. The woman is no longer touching the man, she moves her arms away from him and closes her hands together, indicating a loss of interest. She also has a confused look on her face.

0:12-0:13: The camera zooms in again, this time on the man’s hand. He was wearing an elegant looking watch, and the watch vanishes. The man looks at his hand, realizes the watch is missing, takes a deep breath, and looks off into the distance. Are his possessions being stolen?

0:14: The shot zooms back out on both members of the couple still leaning on the car. This time, the couple is not lovingly touching and smiling at each other. They are simply standing there, the man with a confused look and the woman with an apathetic look.

0:15- 0:16: The camera zooms into the man’s nice jacket pocket. The pocket features one black button with red stitching. The stitching unravels itself, and the button falls down the man’s body and down his leg. This indicates that his possessions are not being stolen by a person, but rather his wealth is being taken away.

0:17: The camera follows the button’s path and it stops on the street right by the man’s feet. In the shot, the camera is focused on the man’s black dress shoes and black pants.

0:18: Still focused on the man’s feet, the man’s attire suddenly changes from nice shoes and pants to flip flops and destructed light blue jeans. This new look indicates a loss of wealth.

0:19: The camera pans up so now we can see the top half of both the man and the woman. It is revealed that the man is no longer wearing his nice jacket and collared shirt, he is now only wearing a white tank. The man is looking down at himself. The look could mean that he is confused and/or shamed by his new appearance. The woman is glaring at him. This could mean she is shocked or disgusted that she chose to leave the club with a guy dressed like this. She is not looking him in the face but only at his ragged clothing.

0:20: There is now a close up shot on the woman’s face. She is looking at the man with her eyebrows down and a concerned look on her face. She even rolls her eyes as if she is embarrassed to be with him.

0:21: The camera zooms all the way out onto the couple and the car again. The woman stands with her hand on her hip and looks as if she’s judging his looks. Cars continue to drive by behind them.

0:22: The woman vanishes. The man stands there, looking down in shame, at himself.

0:23-0:24: The car disappears. The people waiting in line and the bouncer at the building behind him disappear. The lights in the building turn off. The man stands in the street alone in his cheaper looking clothing. There are no cars driving by anymore.

0:25- The man looks back at the building and realizes that everyone is gone. Then, the camera zooms in on his face. His mouth is open and his facial features indicate sadness, shock, and confusion.

0:26-0:30: Words pop up on the screen: Buzzed, Busted, Broke. Buzzed driving is drunk driving. These words reveal that this couple was drinking inside the club and the man was about to drive buzzed. The ad shows the consequences of buzzed driving before they even got in the car. The man, busted for buzzed driving, would lose his wealth and his lavish appearance either from fines or paying for damages if there was an accident. He would lose his car, either through a car accident or through losing his license. He would lose the woman, either because they could get in a deadly accident or she wouldn’t want to be with someone who is broke and carless.

 

0:01

The scene begins and we observe the legs of an individual playing on a spring horse at a playground. Judging by the size or the legs and the amount of hair, we can safely assume it is an adult male. This is slightly odd, usually when we see someone playing on a playground it is a child. He is wearing slightly dirty shorts, plain black shoes, a plain blue hoodie, and white mid-calve socks. He is not dressed well, whatever is going on here is a mystery so far.

0:03

The camera directs upwardly and we can see for a fact that it is a grown man on a spring horse, playing on a playground designed for children. Based off of the giant smile on his face, we can see that he is enjoying himself thoroughly. We now can tell that the man is not intending to do harm.

0:06

The camera changes direction and we see a woman at the same park, sitting on a bench with her child in a stroller. The woman makes eye contact with the man on the horse and then looks down and grabs her stroller to bring it closer to herself. Off of her actions, we can come to a rational conclusion that the woman finds his actions to cross the social norms and make her uncomfortable. Why does this make her uncomfortable?

0:07

New setting. All we see is an older man pressing his nose to the clean glass of an unknown store, making strange faces. He is a well-presented man, he doesn’t seem to be crazy. Clean-cut hair brushed to the side with a vest and a button up shirt beneath. It is apparent that the man may have a reason to take care of himself. Perhaps he has a job, maybe he is just single. His motives are unclear at this point.

0:07

A few moments later, we see the man change the direction of his childish gaze.

0:08

Immediately after changing his eye direction, we see the man jump back and pretend he wasn’t doing anything. The man makes an expressionless face which expresses his embarrassment.

0:09

The camera then changes perspective and we see there is a black man watching the man-child. He looks at him through his black rimmed glasses; a look of utter seriousness. The man conveys a look of “leave” to the man-child.

0:10

New scene again. Now we are given the image of a man bouncing with the the sky behind him. It seems like a beautiful, clear, cool day. Perfect weather to jump on a trampoline. The man is wearing a short sleeved, business casual outfit. Obviously, this man has a job, perhaps he also has a family to provide for.

0:12

The man gives a wave, with a clear genuine smile on his face.

0:14

At this angle, we see the female neighbor watching the man enjoy himself on the trampoline from over the fence. The shot captures a feeling of judgement and confusion shared by the neighbor, while we can clearly see the man enjoying himself. However, from this view, we can only see the man jumping. The fence cuts off the view of the actual trampoline itself.

0:15

Here is a new character entirely, a child! We see the young child smiling behind glass. Not a regular smile, but a smile resulting from laughter. From the angle and setting, it seems that the child is in the same store where the man was rubbing his nose on the glass.

0:16

It was! As it turns out, the man was making faces in the window towards the child in a hot dog shop. Who is this man to the child? Is the man making his daughter laugh? Or is he trying to just be playful?

0:18

The child makes a playful face back at the man. She places her thumb on her nose, wiggles her fingers and laughs.

0:18

The camera turns to show the man who expressed annoyance to the man before. He now seems to be happy, almost influenced, by the actions of the man. With a slight smile on his face, the viewer is able to decode a message from this moment. The man recognizes for a second, his mortality. He is working in his hot dog shop, and sees a man acting like a child and is able to perceive the happiness this induces in both of them. The man recognizes the increase of happiness if you let loose when you can.

0:22

Back to the trampoline. It appears that the fence that was in the shot before left out the man’s son! The man is playing with his son on the trampoline. The father is rolling over his head while his son is bounding right beside him. It seems like the dad is enjoying himself more than the kid is!

0:24

Back at the playground, we seem to be moving backwards. We see another child on the same spring horse as the man in the beginning. The child is wearing jeans, a white hoodie, and a blue t-shirt underneath. The child is obviously enjoying himself with the most infectious smile a child could have.

0:25

The camera turns and we see the man from the beginning! He is bonding with his son on the playground. The father is watching his son on the horse, while being on another horse himself. Like father, like son.

We see the father smiling as he watches his son smile and enjoy himself. The genuine happiness that is expressed on his face extends the connection the father feels for his son to the consumer.

This advertisement clearly represents the relationship between father and son. Throughout the video, they were sure to show the happiness in both father and son, but they also showed adults peering in and judging the father for being so childish.

Although the father’s in this video were clearly being judged, the fathers always continued their efforts to make their child happy. In return, the father was filled with genuine happiness because they are able to go back to being a child, and because they are making their children happy.

This video is very effective in expressing the importance of adult engagement in children. There are no unnecessary distractions within the video which allows the message to be carried without confusion. The director’s obvious use of smiling, angle shifts, and lighting allow emotional expression to be picked up on by the consumer.

0:00-0:04-

WWE Superstar Titus O’Neil was looking down at something. He was in a house, paintings were in the background. He reached down and turned up the radio that seemed like it was already playing. I saw him pouring a tray full of ice into a silver metal bucket. In text scene I see him pouring a bag of pretzels into a small blue and green bowl. It seems like he’s setting up for a party or a special occasion.

0:05-0:09-

Mr. Titus O’Neil goes into the refrigerator as if he is putting seething in the it. After, that I see him open a red door. I see him look down towards the ground. The camera is back farther and I see another person that is handing him food. The WWE superstar smile as if he is happy he came. The next scene you see Mr. Titus setting up a small green table . He places a black chair on the side of the table.

0:10-0:14-

The camera is now aiming at his hands that have cards laying flat on the green table. It seems like he is having a party where they will be playing card games. I see him shuffling the cards side by side. The camera is still looking at his hands as he passes the cards out to his opponents and himself.

0:15-0:19-

The camera cuts to his face. The cards are close to his face as if he doesn’t want his opponents to see them. His eyes are shifting from his left and right to keep an eye on his opponents so they wouldn’t look at his cards. The camera zooms out and you see a text appear at the bottom right corner of the screen saying “Titus O’Neil WWE Superstar” his card is brought down farther to the table. Their are two pairs of hands on either side of him. He looks to his opponent on his right side. Then, I see that the person he was looking at was a young boy that couldn’t be older then 11 years old. The screen is zooming out and you see the kids eating a sandwich and drinking some juice. It seems like the boy and the WWE Superstar are play arguing about the card game.

0:20-0:26-

The young kids start dancing in their chairs probably because they won the card game. It shows that the WWE superstar throws his cards down in defeat. The screen fades to a black scene and in white lettering it says “It takes a moment… to make a moment.”

0:27-0:34-

It goes to another black screen showing a hashtag #makeamoment with the “a” being in orange color lettering and the rest in white color lettering. At the bottom left side of the screen it shows a URL fatherhood.gov and the bottom right side of the screen it shows the Ad Council label and other sponsors.

 

 

Visual Analysis

 

0:00-0:02 A pick-up truck is dragging a boat and whatever is dragging the boat appears to be making sparks on the ground. The scenery is a type of forest because there are large trees in the background. The man can be described as middle aged, brown hair and brown beard with a camouflage hat.

 

0:03-0:06 The next scene is of the man bent over looking a the chains that were causing the sparks. The man must have exited his car.

 

0:06-0:11 While the man is still  trying to do something to the dragging the chains, the angle of the video appears to be high up and looking down at him. This could possible mean that someone or something is looking down at him from  a tall tree.

 

0:11-0:14 The man is still trying to fix his chains that were causing sparks.

 

0:15 The man stands up and a very large figure can be seen. This figure has no head shown but is covered in brown fur. The figure is clearly not a human but it is standing on two legs. The man is not yet aware of the figure behind him

 

0:16-0:18 The man turns around and comes face to face with this figure which seems to be a bear. The bear is much taller than the man and is wearing a park ranger type hat with only the two letters “sm” visible from this scene.

 

0:18-0:22 The bear is actually Smokey the Bear. Smokey the bear then gives the man a big hug. Smokey seems to be doing this as a thank you for picking the chains that were causing sparks. It can now be inferred that this an announcement is about preventing forest fires.

 

0:22-0:26 Smokey the bear and the man give each other a long stare. Smokey then pats the man on the shoulder multiple times. This seems to show that Smokey approved of the man for picking up the chains because he could have started a forest fire if he did not.

 

0:26-0:31 Smokey then starts to walk away from the man. The man waves multiple times at the Smokey. Then the screen says in bold white letters “Only YOU Can Prevent Wildfires.” This  is obviously public safety announcement to prevent forest fires.

0:01 – 0:04

The advertisement starts off with a backshot of a very young boy around the age of 10. The boy is wearing moderate clothes that look quite casual and plain. He is also wearing a backpack which indicates that he goes to school. The boy is walking in what seems to be a suburb during the day toward a house, opens the gate to a wire fence, then opens the door to enter the house. All of this indicates that he is not part of a rich family.

0:04 – 0:07

The frame shifts to see the boy entering the kitchen, immediately taking off his backpack, and opening the fridge. This indicates that the kid was hungry after going to school. The house seems like a neat,standard suburban home which does not seem run down.  From a clock you can tell it’s around 2:35, which is around the time kids at that age group get home after a day from school. On the top right it shows a handprint painting and coloring utensils. As he opens the fridge, it reveals more hand drawn pictures stuck on the fridge. All of these minute details emphasize the innocence of the little kid.

0:07 – 0:08

The camera is angled so it shows the boy looking inside the open fridge. However, the frame shows that there is not much food inside the fridge that he can eat. There are three containers with food (which we assume he cannot eat, a jar of sauce, and a box of something that you cannot tell what it is. The rest of the fridge seems to be barren.

0:08 – 0:10

The camera now shifts to a slight opening in the fridge from the joint of the fridge door that shows the little child’s face. The child looks down and seems somewhat dismayed. Either the looking down is for looking for more food or is due to disappointment. There is also another drawing in the bottom left-hand corner but is blurry, adding to the innocence that the director is trying to drive across.

0:10 – 0:12

The camera goes back to showing more of the fridge. It shows that the child was looking at the other very few options that they have. This frame also shows more of the food, showing three more containers and some condiments (which the boy seemed to be looking at). However, the fridge still looks abysmally empty. A hand drawn photo is shown of what seems to be his family in the bottom left corner again on the fridge.

0:12 – 0:13

It cuts to the boy stepping on a chair to stand up on it near the countertop.

0:13 – 0:14

The boy opens up cupboard that was out of reach to presumably find more food. However, there is not much food yet again, showing containers such as flour, yeast, canned meat and other food that the boy can’t eat normally. The canned meat brings up a question. Either the child doesn’t know how to open up the can, is not appitizing enough for him to even consider eating, simply missed the can while scanning, or isn’t allowed to eat the canned meat.

0:14 – 0:16

The frame shows a close-up of the boy’s face looking up at the cupboard. He seems to not reach for anything in the cupboard and moves his mouth in a way that conveys disappointment.

0:16 – 0:19

It shows the child standing on the floor and him walking away from the kitchen. As he walks, he looks up once more just to look down on the floor yet again.

0:19 – 0:25

A completely new person looks directly at camera speaking. The frame is still inside the house viewing the kitchen. Also, you can now see markings along the door at different heights and dates, indicating that the family used that to keep track of the boy’s growth and brings more empathy toward the child that didn’t eat.

0:25 – 0:30

It cuts to a white background with the words “Feeding America” (the logo) and “FeedingAmerica.org

0:01-0:02

The ad starts as a mail lady walking to a house with mail in her hand looking as if she is about to drop some mail off to the door. Then something continues to catch her eye and she takes a look. The look of the neighborhood is very nice and as if they live in a middle class town.

0:03

The angle of the camera changes almost to a first person perspective and looks like the mail lady is looking at a grown man flexing his arms, also as well as that there was someone else in the room with him. But due to only getting a quick glimpse we were only able to see the man in the window.

0:04

The angle of the camera is again being pointed back to the mail lady, she looks very impressed with what she saw in the window. Believes the man in the window is a good, and caring person.

0:05-0:06

Its goes to now being in the room with the man still flexing his arms, but now he is singing as well a child song which makes you believe that he is a father singing to his little baby. He has a smile on his face which shows he enjoys time with his kid.

0:07

The angle of the camera is now behind the mail lady so we get a look of the mail lady and the window with the man still being seen, as he is doing a little dance now still with his arms flexing in the air.

0:08

We are now in the room with the grown man as he is now dancing and singing. It looks again as if someone else is in the room with him and based off the tone of the song I would still guess it was his kid.

0:09

the camera goes back to facing the mail lady and she has a grin on her face as if she is very happy and impressed with what she saw. Her emotion on her face shows that the man in the room is a good guy doing a good thing.

0:10 – 0:11

the camera is now on a little girl in a pink dress her body is in the same position as her dad which show that they are doing a routine. The girl is singing along with what would be her dad, her face shows that she is really enjoying what going on, her tone of her voice seems very happy. This is something that I would believe her and her dad do a lot because they both seem to know what the were singing.

0:12 – 0:17

The camera is viewing both the girl and her father as they are singing a tea pot song and enjoying time with each other, as the continue singing you can tell that they are living in a nice house seems to have a lot of toys and well furnished room. They continue to sing as they both drop to the floor and end singing the song.

0:18 – 0:21

The angle of the camera goes to just the girl as she pretends to pour tea into her cup. She has a good imagination and seemed to be having fun with her dad.

0:22 – 0:31

The camera goes to both the father and daughter as they are both on the floor pretending to drink tea. A voice narrated in the background is saying that a father is something important in ever girls life, that fathers should be there for daughter.

0:00- A well groomed white man wearing a button down shirt and tie is standing in a very nice looking house as determined by the expensive cupboards behind him. Based on his appearance and current location, he seems to be rather well off and successful. He has his eyes fixated on something and is about to put some sort of food in his mouth.

0:01- The man puts the food in his mouth and begins chewing on it.

0:02- The shot changes to show more of the area. The man is standing in a kitchen, and also is holding a plate in his other hand. A woman is reading a newspaper with another plate and a glass of orange juice in front of her. Due to the lighting and nature of the meal, it appears that the two are eating an early breakfast in the morning. Perhaps they are getting ready to go out to work, which means the woman could be the man’s wife.

0:03- This frame focuses in on the man cleaning his plate with the faucet water and a sponge.

0:04- The next shot is of the woman’s face as she is watching the man cleaning the dishes. This makes her smile indicating that she is happy how responsible the man is and maybe also indicating that they have a happy marriage together.

0:05- The scene changes to the man being outside, walking towards his car when he notices an older man on their front yard struggling with a tangled cable. Since his car is right next to the house of the older person, it can safely be assumed this is the man’s neighbor. The man has most of his body in the direction of the older individual clearly showing a lot of concern for them, which could mean they are about to go in that direction and help them out.

0:06- The man is fully turned to face the elderly man and has brought his hand up to get the attention of him. It is now even more obvious that the man is planning to assist his neighbor with the tangled cable.

0:07-0:08- The shot changes to one of the man spraying water on his neighbor’s hedges while the neighbor is watching him. The neighbor is smiling, clearly happy that the man is helping him with his yard work. Considering that it is not his job, and he might even be late for work, this act shows what a selfless person the man is.

0:09- The scene changes to someone taking a coffee container off its hotplate. The color of the background is grey so it is possible this is either a work environment or a diner.

0:10- The next frame has the man and three co-workers in what appears to be a break room. Two of his co-workers are male, and the other female. One of the male co-workers is sitting alone while the other two are sitting together with the main character of the ad standing above them pouring the female co-worker a cup of coffee. This is yet another selfless act from the man which continues to show his great character.

0:11- The next frame is a closer shot showing how happy the female co-worker is that the man is pouring her a cup of coffee. Clearly she appreciates what he is doing.

0:12-0:13- The woman is now drinking her coffee as the male co-worker beside her shows his satisfaction on how well the coffee tastes by having a satisfied look and then pointing at his mug. This is all directed to the man which shows that not only did he pour coffee into everyone’s mugs, but he also made the coffee himself.

0:14- The man is now in a line at a grocery store holding several items in front of the cashier. He has tilted his head while looking at the older man beside him in order to tell him to get in front of him.

0:15- The older man has raised his hand to show he is only holding a pineapple. This means that the man realized that the person beside him would not be very long, and in fact did not want to waste this other customer’s time since he is carrying several items. The older man has also begun to walk in front of the man.

0:16- The man is now driving in the car, but he has his head looking below at the seat next to him. Most likely, his phone went off for some reason which caught his attention.

0:17- The next shot is that of the phone which clearly has a notification on the screen. The notification reveals that the noise was most likely a text message since there is no call screen on the phone at the moment. Within the frame, the man is also reaching for the phone with one of his hands in order to respond to the text.

0:18- The man has brought up the phone to a good level in order to read the text. There is a grin on his face showing that it must have been a funny message. The man is no longer looking at the road however, which is a dangerous thing to do. This action also betrays everything the man has done before which were all responsible and selfless acts.

0:19- The next frame has his car pulling up to a red light from a bird’s eye view. There is a red car beside him, a black woman sitting on the bench to the right of his car. There are two female pedestrians crossing the road and other pedestrians near a building towards the top of the shot.

0:20- The next shot shows us the man who is driving the red car that is beside the lead character’s car. His windows are open showing that he is looking right into the man’s car with his mouth open and a face that expresses subtle surprise. The view even shows the man looking at his phone out of focus. This confirms that the driver of the red car is rather surprised, maybe even disappointed that the man beside him is texting while driving a vehicle.

0:21- The red car driver has changed his facial expression to show more clear disappointment in the man.

0:22- The shot is a close up of the man’s face who is no longer looking at his phone, but has turned his head to look out of his window. Most likely he has noticed that the driver of the red car is staring at what he is doing. However, he has not fully noticed him yet, because he still appears rather happy.

0:23- The man who has now fully noticed that he is being watched has changed his facial expression from happy to concerned indicated by the reversal of his smile.

0:24- The man has now turned his head in the other direction to see the black woman who is sitting at the bench. The woman is looking directly at the man while frowning. Similarly to the man driving the red car, this woman must be disappointed with the man’s decision to text while driving a car.

0:25- The man is now seen looking away from the woman with his phone no longer beside him in the shot. He must have put it away as soon as he realized what he is doing was wrong. His face still clearly shows concern since he is being judged by others around him.

0:26-0:27- The next shot is a close up of the woman frowning at the man further driving home the disappointment she feels with him texting while driving.

0:28-0:30- The man is looking at the woman again with his face and tucked lips showing that he is embarrassed with what he did. Texting while driving is an irresponsible thing to do. Even though the main character has proven to be a selfless person in the eyes of others through noble acts of kindness, this still does not make texting while driving any less wrong.

Deciphering What Happens in Get The Cure

0:01-0:05- The ad seems to be shot in the style of the Cops TV show (handheld camera operated by a cameraman following people in their usual activities). The ad opens up with the audience in the back seat of a car. The interior of the car has little light, which is mainly coming from streetlamps and the camera. The car itself is rolling slowly through a deserted city alleyway during some part of the night. The camera/audience is sitting in the middle seat of the back row. The only other person visible on the screen is an average-looking, somewhat overweight white man in a lab coat sitting in the front passenger seat of the car. He is looking back at us while motioning his hands to the view of the front window, probably talking to the audience about the neighborhood.

0:06-0:09- All of a sudden a man dressed in a pink Hershey Kiss-shaped costume runs in front of the headlights a few feet from where the car is. He briefly stops in shock in the middle of the run, like a deer in caught in the headlights of a truck, before continuing to run across the alley. The driver, seen only by his hands and white lab coat, quickly stops the car. Both the man in the passengers’ seat and the driver jump out of the car. At the same time, the camera man jerks to the right, showing him opening the door and running out to follow the action.

0:10-0:15- The shaky camera (due to the cameraman trying to keep up) shows the two men in the lab coats run furiously in the dim light after the man in the funny pink suit, similar to cops trying to catch a man attempting to evade arrest. Eventually, the two men are able to capture the costumed person as he is trying to climb up a wired fence. They pull him off and tackle him on top of a pile of garbage bags and cardboard boxes.

0:16-0: 23- As the cameraman in walking backwards, the audience watches as the two men drag the costumed man by the arms back to the car. The audience can now see that the man looks like a stereotypical nerd with a slightly chubby face and thick glasses. He is in a giant pink spandex onesie that looks like a cross between a chubby Teletubbie and the aforementioned Hershey Kiss. The costumed vigilante, as he is being dragged back to the car is yelling around, and unsuccessfully trying to escape (In a manner that makes him look like he is a drunk person trying to walk straight).

0:24-0:26- The ad then switches to a white information screen with red words that read, “colon cancer. get the test. get the polyp. get the cure.” Below the words on each bottom corner of the screen, it is shown that the ad is produced by Ad Council, and sponsored by The American Cancer Society (with both accompanied by their respective logos). Finally in the bottom middle of the screen, read words can be seen reading,  “1-800-ACS-2345 or cancer.org”.

0:27-0:28- The ad quickly jumps back to the main action, where the costumed man (probably representing the colon), shouting out to the camera, is seen being pushed into the backseat of the car by the two men in lab coats  (who can be deduced to represent the doctors) with great effort.

0:29-0:31- Finally, the ad returns to the information screen in order to reiterate the point, before fading to black.

Get The Cure | Colon Cancer Prevention | Ad Council

0:01

Fade in from black screen, nighttime, angle of camera is from the left side of a road. It is focused on the taillights of a car (not directly, but from the side) seen on a dimly lit woodsy road. The car appears to be moving fast because the image is blurred.

0:03

Camera angled from the right side of the road, this time in front of the car so the headlights of the car are visible now. The road still very dark, grass is seen in the bottom part of the shot. This angle gives the feeling of something looking up at the car possibly, a person or even an animal.

0:04

With the same angle, a persons legs are now in the scene, with the car in the distance behind. The headlights of the car are still in view, the person is on the side of the road a little bit ahead of the car. The legs are in a stance that leads one to assume they are moving towards the road.

0:05

Camera angle has switched, but this time, the car is not in sight. In fact, the view is from the driver (or passenger) of the car, the pedestrian on the side of the road, is now crossing the headlight lit roadway. A sign is visible on the right side of the road, what is says is unclear, other signs are scattered further down the road but are too far away to have any meaning. The pedestrian is barely on the road so no distinct details can be seen, despite that it is a mannish figure.

0:06

Camera angle is again different, it is from the side of the road the pedestrian is walking towards (left side). The camera is facing them, however they are head is down looking at a phone in their hands. The action is confusing because they are in the middle of crossing and yet did not look for traffic. They are well dressed with thick pants and winter jacket and boots. They are also oblivious to the car that has just stopped 10 feet away from them. It is the only source of light on this desolate road, how do they not notice it?

0:07 

Camera angled now facing the front of the car, with the boy standing in front of it. Camera is close up on the boy as only his hips and above is seen, this creates a feeling of urgency between the car and the pedestrian. The car is next to him still (however in the shot, it is “behind him”) he has yet to look over at it, as his body is still facing towards the other side of the road and he is looking at his phone. The car seems to have come to a short stop, not expecting to have a person cross directly in front of them.

0:08

Angle is back to the driver/passenger’s point of view, the boy has finally looked up and is making direct eye contact. He has a close haircut with a sweatshirt, a leather jacket and jeans on. His face is of utter surprise, the phone still perched in his hands. The hood of the car is in the lower portion of the screen, how close did this car get to this boy before it stopped?

0:09

Angle is the boy is point of view at the car. Headlights are very bright, probably high beams since it is so dark. The driver, as well as the passenger, are deer. Their antlers, protruding out of the sunroof that is open, and hooves on the steering wheel, they stair back with blank expressions.

0:12

Angle is the driver/ passenger once more. The boy has turned his head back to the road, and is in a running stance. His phone is still in his hand.

0:13 

This scene is still in the view of the driver/passenger but now the road is clear, no boy. It is just the yellow street lines, a yellow sign with an arrow pointing to the right, and several smaller signs further down the road. This scene stresses how odd it was to have a boy cross the road out of nowhere. The driver was not expecting to see anyone in a desolate area, and if there was a person, why would they just cross without looking for a very visible car.

0:14

View is now from the window of the driver’s side, into the car, only the interior is shown. The passenger deer has turned to look at the driver.The camera is very close to their faces, if deer had expressions, I would assume the passenger would have a face of concern or shock.

0:16

With the same angle, the passenger deer is still looking at the driver, who appears to be shaking their head disapprovingly.

0:17 

Now the camera has zoomed out, still looking at the driver side of the car (left side), angled from slightly behind (whole car is visible and brake lights are on) so that the road in front of the car is visible. In the glow of the headlights of the car, there is now two people (another boy, followed by a girl) both looking down at their phones. There is nothing distinct about their clothes or appearance. They are crossing the road the same as the other boy was. The bend in the road ahead is  visible, along with the signs dotted upon it.

0:18 

With the same angle, and background, a third person looking at their phone is in front of the car. All three are preoccupied and crossing the street, one after the other in a single file line.

0:19

The trio is now close to crossing the road completely,the car still stopped, and text has appeared on screen saying “Don’t text when on the road”. Which is clever because, normally it is the driver who is texting and not paying attention. Here, the people have become the deer that blindly cross the road and cause many accidents year round. The deer are the vigilant driver that was paying attention and able to stop in time.

0:20 

The trio is basically off the road, definitely out of the way of the car, the brake lights are off, and the car is probably moving again.

0:21

The car is further down the road, it finally passed the menagerie of pedestrians. The light from their cellphones is the only visible aspect of them on the side of the road.

0:22 

The same visual is shown, except the car is again further along the road, and the kids are almost off screen. The text “It’s not safe for deer..” has popped up, replacing the earlier text.

0:23

The screen is now black, the text “It’s not safe for the deer…” remains, with the addition of “or humans.” after the ellipses.

0:25-0:31

The slogan is now gone, still with a black background there are now sponsors for the video including: STOPTEXTSSTOPWRECKS.ORG, Project Yellow Light, Ad Council, National Organization for Youth Safety (NOYS), National Highway Traffic Safety Administration (NHTSA). The texts remains until the video ends.

 

 

 

 

 

0:00 – 0:03

Video starts. camera is following a middle age black couple through a grocery store. The camera is at a waste shot, only showing their bodies from the waste up. The camera is also positioned to mainly show the couple’s profiles. We also see the wife pushing a shopping cart whilst the husband is following close behind. The husband seems to be holding a jar, he has his head down reading the label on the jar.

0:04 – 0:05

The scene suddenly cuts to an extreme close up of the front left wheel on the shopping cart. there seems to be some sort of a tan mass in front of the wheel, disabling it of movement. camera then cuts to a wide angle view of the entire room. We see the couple as the center of focus. We notice that the couple have stopped moving and are now in wonder as to why the cart has stopped moving.

0:06 – 0:10

Camera then cuts to a close up of the wifes face. One can tell that she is looking down, toward the bottom of the shopping cart. Her facial expressions show confusion in her. In the next second the camera cuts to a wide angle low shot (as if the camera were on the floor) of the couple standing peaking at the front left wheel of the cart. The husband is still standing behind the wife in this shot. Both people have confused expressions. The husband then walks over to the front of the cart and bends down to see what is disabling the cart.

0:11 – 0:15

scene then cuts to a low profile shot of the husband bent down in front of the cart. Here we can slightly see the tan mass blocking the cart. Whilst bent down the husband picks up the tan blob that was originally blocking the cart. The husband holds the blob in his hands and is inspecting it, turning it from side to side.

0:16 – 0:18

The scene then cuts to a close up shot of the husbands face. he is inspecting the tan blob in his hand, and is saying something to his wife. in this close up we see the blob in his hands in the bottom middle of the screen. We also see behind the husband the wife peering over his shoulder. His facial expression mimics that of a doctor inspecting another persons limb.

0:19 – 0:23

The scene then quickly cuts to the husband standing back up to the same stance as his wife. scene cuts again, but this time to a wide angle shot. We can now see most of the surroundings of the room. the couple are at the center of focus in this shot. We see the husband nonchalantly drop the tan blob back on the floor, and the couple start to go on their way leaving the tan blob behind them as if it were never there or ever crossed paths with.

0:24 – 0:30

Video then cuts to an orange screen with text on it reading “small step #81: Snack on fruits and vegetables instead of sweets.”, along with a list of other faded out text like the one highlighted. other non focused text fully fades out leaving the highlighted text the only text on the screen. text transitions into another sentence reading “Take a small step to get healthy.”. More text fades in underneath the focus text reading “Get started at http://www.smallstep.gov”. Underneath that line, in small text, reads “The U.S Department of Health and Human Services.”. Video ends.